It sounds very odd at first glance but seems very fascinating to me (and I know way less about biology than I would like to), this idea of dissecting a system into its pieces because we know how to use the pieces in a superior way to the original system itself.
They are trying to fix it by maintaining the same cytoplasmic conditions using all the machines and sensors in a bioreactor. But that can scale is a different question. The narrow ranges of conditions biological processes require is already hard to maintain while the cells itself is still whole and using more than half of its enzymes to do this.
Many reasons why you'd want to go cell free. You are no longer binned into the cell but are now just throwing things into a tube where you can control all the parameters that matter for your desired function.
Any engineer would know the kind of troubles that can occur if we remove a critical principle of the original design that was there since the system's inception and is literally hardcoded on an operational/abstract level into the system's functions. Trying to fix that mess is unlikely to yield anything close to the original and requires manipulating techniques and knowledge highly intimate within the system.
And we know barely anything about the intimate and detail operation of the molecular structures inside a cell. We know the broad strokes. But ask any biochemist if they are confident of the entire reaction pathway of any enzymes down to the thermodynamics calculations associated with all conformational changes. Maybe you will find a dozen enzymes that we can describe at this detail.
And to optimize cell free synthesis, we would need to know of tens of thousands more. It is possible, but it isn't something I would expect to see soon unless there are major breakthroughs.
The problem is really scale.
TXTL also can be pretty finicky generally - cold storage is required, have to store chemicals separately, ribosomes tend to fall apart and not get recycled, etc. Cells will heal themselves perfectly (sometimes too perfectly, kicking out your construct)